Our Vision
Our vision is to make Australia the most desirable (first time visitors) and memorable (attracting repeat visitors) destination on earth - because this underpins everything we do at Tourism Australia.
Our vision is aligned to our core values support at Tourism Australia. They are the essence of our identity and provide the guiding principles to our behaviour and the relationships we have with our customers and partners. Our values are:
- We think big and without borders
- We make each other better
- We do the right thing
- We only do work that makes a difference
- We're obsessed with telling the Australian story
Tourism Australia Act 2004
Tourism Australia is a corporate Commonwealth entity and was established by the Tourism Australia Act 2004.
Under section 6 of the Tourism Australia Act 2004, Tourism Australia’s main objectives are to:
- to influence people to travel to Australia, including for events,
- to influence people travelling to Australia to also travel throughout Australia,
- to influence Australians to travel throughout Australia, including for events,
- to help foster a sustainable tourism industry in Australia, and
- to help increase the economic benefits to Australia from tourism.
